Yeah, well remember that episode of “South Park” where Cartman buys a failing amusement park with his inheritance so he can have it all to himself? Eventually the operating costs force him to re-open it, and as a result, the time spent telling people they couldn’t come in made them want it even more, and the place became a huge success.

That’s not to say that the app isn’t impressive. It is. But it’s also the exact same Google Maps we’ve known and loved for some time now, with a few little niceties thrown in for Apple users. But, oh my does it feel special this time. It’s like how you can take breathing for granted even if it is vital, but when it’s that first breath after being submerged underwater, it’s an incomparable joy.

It’s also pretty embarrassing for Apple. The question is, what do they do now? Had Apple Maps been a success right out of the gate, they could have really converted their users to the native feature and stole some serious momentum from a big rival. Instead, they now just have to watch as a stunning amount of users immediately abandon it, while Apple must continue to work hard to not only catch up with Google Maps, but somehow surpass it, lest they end up with a monumentally embarrassing failure on their resume.

The early success of Google Maps on iOS isn’t an immediate monumental victory for Google, or a resounding defeat for Apple. It is, however, for Apple, the first touchdown surrendered in a football game. While it doesn’t necessarily determine the outcome, they must still watch as another team celebrates in their territory.